Inbound Organization

Chapter 2Buyer Expectations Have Changed

It's 2018, and it's time to think about innovation beyond the realm of technology. Today, innovative thinking is crucial to improving the way we buy and sell—all while making it easier for the prospect.

—Marcus Sheridan¹

“No one uses the Internet to research our products,” said the buttoned-up executive.

A partner and I recently conducted a summary review of our inbound consulting work for the senior leadership of the European parent company of our client, their US-based subsidiary selling capital equipment. The executives listened as we described how we used great content, SEO, best-in-practice marketing automation tools, CRM, a site content management system, and site analytics tools to grow a brand-new website generating over 40 leads per month within four months of launch. Before our project, the parent company's website was not generating any leads for the US operation.

Not only is the new US subsidiary's site generating leads for the US operation, but it is also generating leads from prospects around the world because it now ranks ahead of the main corporate site for high-value organic keywords. What the parent company executives didn't realize was how thoroughly their target audience had changed and how that audience now relied heavily on search to gain insight into their capital equipment purchases. Buyers searched to learn about machine technology, the solution most appropriate for an application, new features, how to upgrade ...